Cannes Lions

Shocks on the rocks

SHACKLETON, PART OF ACCENTURE INTERACTIVE, Madrid / UBER / 2020

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Overview

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Overview

Background

Every year during the first three weeks of December the number of traffic accidents increases significantly, and in 21% of fatal accidents the driver has been drinking. Why is this? The tradition of company dinners at Christmastime.

Uber wanted to create a campaign that would penetrate nightlife venues, as these are where much of the consumption takes place, and raise awareness so that people always get home safely, with the message "If you drink, let someone else drive.

Idea

“If you drink, don’t drive” is repeated, constantly. But, at UBER we transmitted this in AN UNPRECEDENTED WAY and, above all, at a DIFFERENT TIME.

We created and distributed a collection of glasses to illustrate, graphically and physically, the consequences of drinking and driving. Each glass was designed and manufactured to simulate a car after a collision.

After company dinners, the drinks were served in “Shocks on the Rocks” glasses, generating curiosity and instantly cleared up, to prevent any confusion, by the coasters: “This is what a car looks like after a crash at 50 km / h. ”

Strategy

Uber had to transmit a message that had been seen countless times: If you drink, don't drive. An idea repeated over and over, on TV, in the press, on the radio, and in digital media. So, we came up with another way to convey it: invent the medium itself, and turn it into the message.

We created Shocks on the Rocks so that the message did not come before, or after, but rather during, at the key moment: when people are drinking, and before getting in their cars.

We made the message not only visible, but also touchable, so that people had in their hands what can happen to if they drink and drive.

Along with the glasses, a discount coupon was distributed, in the form of coasters, to get home with Uber, so that nobody would miss out on a night of fun, or something much more important.

Execution

We created and distributed a collection of glasses to illustrate, graphically and physically, the consequences of drinking and driving. Each glass was designed and manufactured to simulate what a car looks like after a collision.

After company dinners, the drinks are served in "Shocks on the Rocks" glasses, generating surprise and curiosity, with any confusion cleared up by the coasters: "This is what a car looks like after a crash at 50 km / h." In this way the message was not sent before or after, but rather during. At the KEY MOMENT.

The campaign was carried out at more than 30 Madrid nightclubs, making a splash on the target group's social media pages

Outcome

+4 Million users impacted

+6 Million impressions

+1 Million views

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